What is Marketing to do When Product Goes Agile?

There’s a scene playing out in lots of offices right now. Product management and product development have declared they are “going agile.” Marketing’s reaction is usually confusion (“What does this mean for us?”), though sometimes it can be intentional ignorance (“Won’t impact us, don’t worry about it”) or even active resistance (“It’s probably going to be bad for us, so let’s put a stop to it”).